2. Campaign Planning: You Can’t Leave It to Luck

Like uninvited guests, sometimes leads appear at your door out of the blue. They may be prospects who have been referred by a current customer or they may have discovered your company through research. They may be current customers looking for a product or service upgrade. Whoever they are, unlike most uninvited guests, they deserve the warmest welcome. You can depend on them to behave beautifully, usually converting to sales with minimal cost and effort on your part. The only thing wrong with these so-called over-the-transom leads is that there aren’t enough of them.

You can—and should—increase your company’s potential to attract unsolicited leads by offering superior product quality and exceptional ...

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